The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, has announced plans to use the 2026 FIFA World Cup as a global platform to promote Ghana through its rich arts and cultural heritage.
Speaking on Ghana’s tourism and creative economy agenda, Houadjeto noted that the World Cup—set to attract millions of viewers worldwide—presents a strategic opportunity to spotlight Ghanaian music, fashion, visual arts, food, and storytelling.
According to her, the initiative aligns with government efforts to position Ghana as a leading cultural and tourism destination in Africa, while also creating international exposure and economic opportunities for local artists and creatives.
“We’re using the 2026 World Cup as an opportunity to promote Ghana through arts,” Houadjeto stated, adding that collaborations with creatives, cultural institutions, and international partners are already being explored.
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The Ghana Tourism Authority believes that blending sports with culture will deepen global interest in Ghana beyond football, reinforcing the country’s identity as a hub of creativity, heritage, and innovation.